UGG Boots: Australian Generic Product to Global Luxury Brand
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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USA; Europe; Australia
The case discusses how Deckers Outdoor Corporation (Deckers)
made Ugg boots a global luxury footwear brand. It also details the promotion and
distribution strategies adopted by Deckers to make the Ugg brand popular in the
US and Europe. The popularity of Uggs, which were in existence for several years
and was a generic term for sheepskin boots in Australia, grew after Deckers
acquired Ugg Holdings, Inc. (which was set up in the US by an Australian surfer
in the 1990s) in the 1990s. Ugg product line successfully evolved from just
being sheepskin boots to a diverse collection of luxury and comfort styles,
mainly due to some unique marketing strategies adopted by Deckers to popularize
Uggs were patronized by several celebrities,
which helped in raising their popularity further. Though some
experts had dismissed the success of the brand as a fad that
would pass, the brand has experienced steady growth over the
years with the introduction of new designs and the
luxury/fashion element associated with it. The case also
discusses some of the challenges Deckers could face in
maintaining the popularity of Uggs.
» Study how Deckers made Ugg boots a global luxury brand.
» Analyze the marketing strategies Deckers used to popularize Ugg boots in the
US and Europe.
» Study celebrity seeding as a marketing strategy.
» Understand the issues and challenges in growing a luxury brand.
» Explore ways in which Deckers can protect the sales of Ugg boots from the
onslaught of cheap me-too products.
Branding, Luxury brand, Marketing, Promotion, Distribution,
Celebrity seeding, Gratis Product Placement, High-end fashion footwear, Ugg
From Fad to Fashion
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